Theories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice. As the next century draws closer, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures...

Purpose – The purpose of this paper is to provide insight into the environment of the online shopping process for mass customization (MC) in long‐term relationships (LTRs) between a firm and its customers. Specifically investigated is why some consumers are initially willing to purchase MC...

Purpose – The purpose of this paper is to identify relationships among buyer‐supplier trust, joint operational activities, and the degree of mass customization as well as the interactions between cultural factors (i.e. long‐term strategic alignment and autonomy) and trust in the context of...

Purpose – The purpose of this paper is to provide a description of a mass customization (MC) system based on the findings of a medium size manufacturing company in Estonia. The MC system is developed in order to satisfy its customers' individual needs with customized products on a mass basis....

This paper presents the design of a re‐configurable workflow system which is based on a product definition schema with the objective to expedite the product development activities. This proposed system is characterised by its ability to cope with unexpected changes during the early stages of...

Mass customization aims at satisfying individual customer needs while keeping mass production efficiency. This paper discusses the employment of concurrent engineering for realizing mass customization. Concurrent design for mass customization (CDFMC) is put forward by extending the traditional...

Purpose – To examine customers' readiness for mass‐customised products in two European countries, Turkey and the UK. Design/methodology/approach – Examines the demand side of the market and begins to explore whether mass‐customisation can be implemented as an international product...

Purpose – This paper aims to propose a method to determine which mass customization (MC) characteristics should be prioritized in mass-customized service design. Design/methodology/approach – Looking at manufacturing MC systems and conducting a literature review, it is not possible to...

Purpose – The purpose of this paper is to investigate how product modularity (PM) is related to mass customization (MC) capability and plant competitiveness. Design/methodology/approach – The paper tests hypothesized relationships using structural equation modeling with an international...